According to the report, the US took an 8% lead on the UK, scoring 7.44 and 6.89 respectively.

Interestingly, the gap between customer experience levels in the US and UK was wider in B2B than it was in B2C, with the consultancy firm reporting the disparity continues to narrow in B2C CX.

David Conway, director at KPMG Nunwood, said: “Customer experience plays a bigger role in US companies’ decision making processes, and suppliers have had to up their game accordingly. This is likely to be one of the main contributing factors to the gap between the UK and the US.”